Lloyd Flanders has been around for 100 years, but over time their brand had taken a backseat. The company needed a revived image to establish themselves once again as the leader in premium outdoor furniture.
refreshing the brand and re-envisioning their future
In an industry fixated on product, we shifted the brand to a lifestyle focus. We modernized the brand showing people interacting with the furniture to communicate how furniture is an integral part of our everyday lives. Every detail strategically instilled the brand with emotion and human connection. The aspirational look and feel we created strongly resonates with audiences of today, who are looking for a more relaxed lifestyle in the midst of a chaotic, technology driven world.
WEAVING TOGETHER A STORY
FOR A BRAND THAT CREATES
The tagline Woven for Life was inspired by how their furniture becomes a part of so many aspects of life. It is woven for rest, for play, for contemplation, for sharing, for romance. It is woven for all the things you experience in life. Woven for Life also communicates the lifelong durability of the products. The tagline and mantra steered the brand in a new direction, so it was important that the visuals complemented the new positioning. The logo is a stylized L & F intertwined together encircled by a woven thread. This simple, meaningful symbol was designed to broaden their appeal with a new class of consumers.
ENERGIZING THE BRAND
fROM THE INSIDE OUt
When a brand has a thriving internal culture, it spills over into how they express themselves outwardly. We designed ways to elevate the internal culture and demonstrated how the brand could integrate into the factory through signage and packaging. This was intended to motivate and inspire the people to take greater pride in their work.
You’re not selling products,
you’re selling a lifestyle of causal luxury.
Inviting Deeper Retailer Participation with Engaging Support Materials
The new identity system was minimalistic and offered a clean, modern aesthetic, which reflected the brand’s contemporary direction.
Woven in America
This initiative was on the leading edge of the movement back to American craftsmanship. It tapped into a market hungry for products manufactured in America, and since Lloyd Flanders had been doing that all along, it was authentic to the brand. We positioned them to seize the moment and bring their history of American artisanship to the forefront.
Becoming a Go-to Site for Laid Back Looks
The website we designed infused the collection with personality and an aspirational vibe. It brought a fresh face to the company’s web presence through updated photography and curated styling.
A new look book poised Lloyd Flanders to appeal to new buyers and retailers. It emphasized the lifestyle the furniture offered and the fine quality instilled in all their products.